The Pitti Uomo returns from June 17th to 20th with its 108th edition to Florence.
The men’s fashion fair presents over 730 brands and introduces Becycle a new area that is dedicated to cycling culture. Building on last year’s collaboration with Tour de France, the initiative brings sporty energy into men’s fashion. Special installations and a central topic – bikester – are planned, which examines the interface of urban life, tradition and sustainability through the lens of cycling.
“In view of the constant focus of Pitti Immagine on contemporary culture in all its facets, the bike appeared to us as the perfect synthesis for the topic of our summer fairs,” commented Agostino Poletto, General Director of the Pitti Immagine trade fair converter. “In everyday life, which is increasingly interwoving lifestyle, the bicycle plays an innovative role that goes far beyond the simple dichotomy of sport versus mobility. It is a movement that strives for harmony, a tandem effort that aims to bridge opposites. Sustainable, adaptable, multifaceted and variedly it opens up new perspectives.”
Despite the creative dynamics, the background is characterized by cautious growth. According to the data from Confindustria Moda, the Italian men’s fashion exports remained almost unchanged in 2024 and rose by only 0.1 percent to 9.5 billion euros in the year, as Pambianco reported. Imports fell by 5.4 percent to 6.5 billion euros. France led the most important export goal with a growth of 5.5 percent, while Germany decreased. China, in turn, increased by 20 percent and took fourth place.
The international presence at the fair is still strong, with 43 percent of the exhibitors: coming from abroad. However, the total participation of the brands has dropped by seven percent compared to the previous year. Pitti Uomo was officially recognized by the Italian Ministry of Companies and Made in Italy as a “historical brand of national interest”.
The guests of this season include Homme Plissé Issey Miyake, the Italian young star Niccolò Pasqualetti and the Korean label Post Archive Faction. The highlights include the return of Tommy Hilfiger with ‘Tommy Icons’, Immersive pop-ups from Ellesse and collaborative capsules of brands such as Pantofola d’Oro X Thebe Magugu and Flower Mountain.
Pitti also strengthens his global relationships with national presentations from Korea (Code Korea), Japan (J∞ Quality), China (China Wave) and France (Promas) and at the same time emphasizes the emerging creativity through partnerships with leading fashion schools and institutions.
This article was used with digital tools translated.
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